Importance of design

Currently, the design stands out as one of the main factors for the success of a company, from product development and services, including its marketing through optimizing cost, packaging, promotional material, aesthetic standards, branding, appropriateness of materials, manufacturing and ergonomics. It´s also essential an strategy planning, production and marketing.

The design strategies of branding have become some of the big differences in a product to create the visual impact needed to be identified at the point of sale. The design not only attracts consumers, it also provides an emotional contact with this.

The design also has a great importance in management. Enhancing the design is to ensure competitiveness and product development to business, if performed by experienced professionals, who know how fit the company's resources, market needs and goals to be achieved.

The production of design objects requires investment and there are very few companies that think in a Design Management. Thus, the main challenge is to educate the professional manager that an object without design is a product of risk. The design adds value to the product in terms of aesthetics, ergonomics, comfort and functionality, and is a very important element in the rationalization of production.

Increasingly competitive, the market is generating an excessive number of similar products with the same technology, the same price, same performance and the same characteristics. This avalanche of options to confuse consumers who have difficulty in understanding these differences, and give them their proper value.

Developing a product without the participation of a designer can often involve less cost, but it is a huge risk. When the product is launched on the market is that it shows the big difference: consumers perceive that the product does not meet and their reaction is not to buy it. As a result, sales volumes do not reach satisfactory levels, causing damage.

It is important that the business men is aware that their decisions to spend a little to the development of products, can lead you to generate large losses later. The cost of hiring the work of a good professional design is easily absorbed on the good results that the company experienced over the lifetime of the product.

A good line of products a company ensures its survival. But what we can conceptualize as a good product? From the point of view, the good product is one that is sold in quantities sufficient to cover fixed and variable costs and still make a profit to ensure the maintenance and development of the company. Manage the area of product development is a challenging task that involves many aspects: design, marketing, production, costs, competition, new technologies, new materials and manufacturing processes, ergonomics, production engineering, and many others. This is something that, for some time, are incorporated into major corporations and highly visible brands, investing in design and achieve significant results in achieving the customer's preference.

Whether for a large company, small or medium-sized, at the point-of-sale everyone has access to the consumer and that investing in design is better able to stand out and become a successful brand. A well-made design increases the usefulness and value of a product, reduce costs and raw material production, and expand interaction with the User and enhance aesthetics.

It is necessary only that the businessman, for the most part, view that is before the new times. Opening times, where the consumer is more demanding, demanding goods and services that meet their expectations. The design fits well in this matter, acting as a competitive factor. Design is the key and entrepreneurs who are not sensitive to these issues should be alert in future time, because if they do not modernize, if not look for better ways in the past will not be able to compete with its competitors.

Quote from Eduardo Vieira - Creative Director of Tribo 12 - Information Tecnologie - Rio de Janeiro
Originally published at: in 2004/10/19

Why do we still use the clay in industrial design?

Because the clay is the most versatile material that exists. With it you can make a large or small piece without much difficulty.

The clay is easy to use, easy to add material or scrape to remove volumes, some clays can even be sanded to achieve a near perfect finish for display design, the brown clay has a color pleasing to the eye and has great contrast to see the light and shadow, great to see the High Light in automotive modeling, can be "polished" with water to give a shine to it, finally, is a material that accepts whatever is done in it.

Automakers still use the clay around the world, because there is no better material to view a prototype car before production. As good as the 3D modeling programs are, is no substitute for viewing the physical model, touch and sunlight hitting upon a model outdoors. No matter how well done the render is done on the computer, it is a controlled environment, we have to see the model in a natural environment to see whether what we saw on the monitor really is right and there is no other way to do this without being in a model in clay.

Many things are only made at the model in clay, ideas that seem solved in the mathematical model on the computer have problems in the physical model and that is where the place and time to resolve and fix everything.

Styling Clays

Upon request of designers and modelers to develop an automotive clay especially for industrial design.

It is a clay drier than the gray clays, which is an advantage because when you scrape the clay the "chips" fall, not getting stuck in the tools. To be working with your hands, you need a heat gun or a clay oven to soften the clay.

Developed five hardness for industrial design:

-Clay C9 - a more modern version of clays for design, based on gray clays. Smooths as the clays for sculpture, but is dryer then grays clays but easy to smooths, it�s very plastic and playable. Easy to handle and scrape and hardness are concerned like the extra firm clay;
-Clay C15 - is very similar to the C9 only a tougher version and this is the harder clay we have at the moment.


DIM CLAY is available in the following colors:


Gray Clays for sculpture

Extra Firm


Tan Clays for design




Cera Toy


Aqui informaremos os cursos que estão disponiveis para que você possa iniciar ou se aperfeiçoar com técnicas ensinadas pelos instrutores que você escolher.

Icon Design - Curso de Modelagem Automotiva em Clay
Curso ministrado por Rogério Lima e Nelson Lopes
Datas, Local, Investimento, Material e outras informações veja a imagem abaixo.
Underground - A Underground fornece cursos de formação de profissionais em Alias e Clay (modelagem técnica manual)
(São Caetano - SP)
Fone: 0(XX)11 4224-3122
Para ver o conteúdo do curso clique aqui